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How to Set Up Your Facebook Ad Account For Success

Fadi Nasser
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Have you ever experienced your Facebook ad account being banned? Are you worried about it getting shut down like many other accounts?

With over 2.4 billion users on Facebook, it’s a platform you can’t afford to lose out on. If you’re looking to reach your audience and scale your business, Facebook is a great platform to advertise on.

But here’s the thing: Facebook can and will ban your account and shut down your page if you don’t play by their rules.

Facebook bans accounts all the time. There are a lot of guidelines and rules strictly applied, that if broken, can result in an automatic ban. I'm referring to things like Facebook’s Pages, Groups and Events Policies, and Facebook’s Ad Guide. It can certainly seem complicated and confusing - but you can't ignore these policies or gloss over them.

The Facebook algorithm is optimizing a number of things. But it cares most about ensuring Facebook users have a positive experience, that will keep them using the platform.

“We're making a major change to how we build Facebook. I'm changing the goal from focusing on helping you find relevant content to helping you have meaningful social interactions.” - Mark Zuckerberg

If you’ve been banned, then you know that getting your Facebook ad account back is rarely possible. It's therefore much better to avoid having your account blocked in the first place.

Having your account banned is like having a Bentley sitting in your garage with wheel locks chained on it. There's a Bentley right in front of you, but the problem is, you can’t use it.

In this article I’m going to specifically focus on setting-up your Facebook ad account for survival and success. I’ll provide you with tips on how to play by the rules and prevent your ad account from being banned.

Whether you’re running ads for your own business, or you run ads for your clients, these tips will help you.

Below are 5 simple steps you need to take before you create your Facebook ads. It’s not only about how you write your ad and being compliant with the copy. It’s about the steps that precede that.

1. Create Your Facebook Ad Account in Business Manager.

The first step is you need to have a business manager account and create your ads from there.

Using the normal Facebook ad manager account from your personal account is a common mistake. When using the business manager, the chances of your account getting banned goes down.

To create a Facebook business manager, you need to sign into your personal Facebook account and visit https://business.facebook.com/ This is a step required to confirm your identity.

You can check out Facebook for business help center for detailed information on how to set up your account.

One of the advantages of using Facebook's business manager function, is the ability to manage ads from a centralized dashboard. Other benefits include: business reporting, flexibility, team sharing and collaboration.

2. Create Multiple Ad Accounts to Have Back-up

Within the business manager, you’ll want to create multiple Facebook ad accounts. Usually the limit for ad accounts is two to five.

Why do you need multiple accounts?

You need to have a back-up account. If Facebook bans one of your accounts for any reason, you can immediately start using another one. It can save your campaign because you can share the ad over to the other account.

You see, getting your Facebook ad account banned is still going to be inconvenient and frustrating. But if you have multiple accounts going, it’s not going to be as bad. However, if you’re not using the business manager and don’t have any back-up accounts, getting banned is terrible.

Here’s an important tip: When you fill in your details and credit-card information into the ad accounts, only do it for one account.

Don’t insert the information into all the other stand-by accounts. Why?

Because if Facebook banned the account you’re using, Facebook will also ban the other accounts with the same credit card info. So it’s important you do not do anything with the 2nd, 3rd or 4th accounts. Just keep them as empty shelves and a back-up option.

3. Create a Facebook Page.

The next step is to create a Facebook page and link it to your business manager. If you already have a page, you can request access to it or claim it.

Make sure you have information on your Facebook page that shows your page is legit and up-to-date. This is extremely important.

You need to have the following:

  • Profile picture

  • Cover photo

  • 'About' description

  • Five to ten posts on your news-feed

Why do you need to do this?

It’s simply because you can’t be running Facebook ads when your page looks empty. Facebook algorithms will pick that up and flag your account as having abnormal behavior. As a result, Facebook will probably ban your ads.

You need to set up your page to look as a real person doing business, not a fake one.

Another reason why you should be improving your Facebook page is this: When someone sees your ad, they often search you and look for your Facebook page to check you out. Many times they do this even before clicking on your ad, to see if you’re legit.

So what will happen if they come to your Facebook page and it looks like a ‘ghost town’? You guessed it. No one will click on your ad.

Here are a few good examples of active Facebook pages.

4. Run a Compliant and Ethical ‘Likes’ Campaign.

The purpose of this step is to get ‘Likes’ to your Facebook page, ethically and in compliance with Facebook.

If you already have more than 3,000 likes, don't even worry about this step. However, if you have a new page and it's looking like a ghost town, you need to do this.

You might be asking: what is a ‘Likes’ campaign?

It’s a special campaign that you design and run to different countries, often ‘developing countries’ in Asia or India. The reason we run these campaigns is to get some likes on our page.

If you’ve just created a Facebook page, or you have an existing page with few likes, it’s an issue.

Why?

First off, the Facebook algorithm takes that into account. If you have zero likes or very few likes, it’s unlikely to serve traffic to your ad.

Then, we have the social proof issue when you’re audience checks you out on Facebook. If they see that you have no likes, it doesn’t serve your ad well. You need social proof.

So, how can you overcome this obstacle that actually limits your ability to use Facebook ads?

It’s not through buying ‘likes’ online. You might be tempted to do so, just don’t.

These ‘likes’ are mostly bots and are fake. If Facebook detects that you’ve got fake likes on your page, they could remove your page. They could even have your Facebook ad account flagged or banned. In addition, it’s not really ethical to do so.

Instead, here’s what you can do:

It might not be perfect, but it’s a better option. You run a campaign to a ‘developing country’ in Asia or India, and pick up likes that are cheap.

Now, these are real people –not bots. The main difference is that you’re getting real people to like your page, not fake ones. Ethically, there’s nothing wrong with it, and you’re not breaking any of Facebook’s rules either. Again, it’s not perfect but it’s a better option to overcome this hurdle.

You might even be amazed to realize that running this type of campaigns is cheaper than buying fake likes. You can expect to get likes for $0.01 - $0.05 cents each, this means 5,000 likes will cost between $50 - $250 USD. Time to get 5,000 likes is 1-3 days.

Here’s a video tutorial on how to run a likes campaign on Facebook.

Here’s one thing to remember. When adding countries for targeting add all of the following and set to “People living here”. Here’s the list of countries to target.

India, Pakistan, Turkey, South Africa, Thailand, Philippines, Nigeria, Bangladesh, Kenya, Egypt.

Just as a side note, although these people are real, the chance that they become customers is zero. Whatever you spend on these campaigns is for the purpose of getting likes.

5. Set-up Your Website to Be Compliant with Facebook.

This step is important because Facebook doesn’t only check your ad account set-up, Facebook page, and ads. It also checks your website.

If Facebook algorithm marks your website as a suspicious website, it's going to stop serving your ads with traffic. And there's a high chance it's going to flag your account for manual review.

Do you want that?

Believe me you don’t. Manual review is when an actual human who works for Facebook checks your Facebook ad account. A lot of the times, these people are very picky. They'll find something and they will shut down your account and ban it.

Here’s what you can do to avoid this problem:

  • Have a website with your own domain name. Don’t use free domains.

“We don’t want people to be deceived, so we track and take action against suspicious and misleading domains, including those registered using privacy/proxy services that allow owners to hide their identity.”  -- Jessica Romero, Director of Platform Enforcement and Litigation at Facebook (source)

  • Create multiple pages on your website with navigation.

  • Have a contact page.

  • Create content. You need to have at least 3 blog posts published on your website. Each article must contain at least 500 words, preferably 1000.

  • Make sure your website is mobile-friendly.

Privacy and Legal Issues

Privacy is a big issue with Facebook. According to a recent Facebook news update in the first half of 2019, government requests for user data increased by 16%. That’s from 110,634 to 128,617. Of the total volume, the US continues to submit the largest number of requests, followed by India, and UK.

This means you need to:

"This website is not a part of Facebook or Facebook Inc. Additionally, this site is not endorsed by Facebook in any way. Facebook is a trademark of Facebook Inc."

I recommend putting this statement across your whole website. As a bare minimum, you want to have the above statement on the landing page which you're using to advertise on.

Summary

I’ve covered the guidelines to set up your Facebook ad account for survival and success. These are the steps that will help you maintain your Facebook ad account and prevent it from being banned. It’s what you do before even creating an ad and before you start running it. The copy on your ad is another issue for another article.

Following these steps will save you money. You don’t want to start running your ads and get banned because you’re not following Facebook’s rules. That would be a waste of your time and effort - and a waste of money.

Do you want to work with professional copywriters who know Facebook's rules and regulations, inside and out? Reach out and book a call today to discuss your needs for a social media copywriter.

Fadi Nasser

Fadi is a freelance copywriter with over 20 years of experience in strategy and performance measurement. His focus is on helping business owners, digital marketing agencies and professionals grow their business and become scalable. Check out the 5-step copywriting system you can use to create high-converting copy, and generate great results for your clients. Fadi follows the same system.

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